We believe every website should create the WOW factor. It should be professional and also create a sense of credibility and trust. However, we also believe conversions or sales happen after the visitors read the content. Very rarely the visitor buys only after the WOW factor.
Online selling and marketing is more about making a promise and delivering a fulfilling experience. The notion of UX/UI Design is vast and perhaps is best explained by examining an array of advancement in the field of psychology, persuasion, and economics. We believe the majority of purchases on the Internet is based on visitor’s intrinsic motivations and hence understanding intrinsic motivation theory is very vital to a good design.
Internet Marketing Strategy – Conversion Optimizer Strategy
Alex Katiraie (424 -200-2328), BS EE, MSEE, BA Econ, MBA, UC Irvine (absolutely the best)
“You’d better learn secretarial skills or else get married” Modeling Agency, rejecting Marilyn Monroe in 1944
“You ought to go back to driving a truck” Concert Manager, firing Elvis Presley
“Can’t act, can’t sing, slightly bald, can dance a little” A film company’s verdict on Fred Astaire’s screen test
Once you finish this guide, you realize why those quotes are relevant. Just to give you a hint, intuition is the key to any successful creative project. This document discusses effective Internet or Digital Marketing Strategy. The material in this document is original and is based on extensive research and practical experiences in the field of Social Psychology, Internet Marketing and Social Media.
When I interview with a potential employer or agency client, they usually ask me to prepare a preliminary business plan. This document can serve as a qualifying business plan. The best business plans introduce new methods and concepts. This is such a plan that I have used successfully for the past 19 years. I will show that if this plan is applied correctly, it might lead to innovation if there is an opportunity to improve. I will also discuss a new conceptual method for Branding. I have been researching and studying Branding for the past 30 years. Branding is one of the most impervious marketing concepts. How do you brand online effectively? I believe a better question would be what can be branded to begin with. I believe I may have made a dent!
Promoting a website is exactly what I do and I do it in many effective ways. My main focus is intuitive content. If you create a website that has all the ingredients of good user experience (and high conversions), the SEO and optimization happen naturally. I have witnessed this time after time after time. Google algorithm credits your website for good content and the fact that it keeps people engaged (naturally). Google measures all of these in its algorithm.
Marketing does not mean promoting bad products. This guide is not a plan to market bad products successfully. On the contrary marketing means making sure good products or services will have a fair chance to succeed. I will show that in fact the right approach to selling and marketing is a Noble and Virtuous Task and hopefully will lead to innovation and branding.
Does my strategy work? During the past twenty years I have implemented what I preach to many websites, social media, and/or landing pages. I have many references from my past agency clients that in fact it does work. A Santa Monica hair transplant surgeon was doing only 2 or 3 hair transplants weekly. By applying this guide I was able to get him booked 3 months in advance. As a case study, we will analyze the marketing for Hair Transplant in more detail. At the start, a Santa Monica Dermatologist was seeing only 5 or 7 patients a day. After implementing a successful Pay Per Click campaign, he also achieved a record of 35 to 45 patients a day.
After creating this business plan I had a sense of gratification. After reading this plan you will get a better feeling about what marketers do and what they try to achieve. Those TV commercials you see take a long time to make. Many long hours go to plan them. Those copies you read take a long time to write. And once they deliver for the client, it’s most gratifying.
And finally a bit more about me; I have never felt more motivated. I feel lucky to have been able to serve not only great businesses, but truly good people and I am very upbeat about the future of Internet Marketing and Social Media. I am optimistic and enjoy life to the fullest. My greatest joy in life is to see your business phones ringing nonstop and your business is growing like crazy. I am extremely confident that it will happen. Here is how and why:
How to increase sales and conversion rate:
If there is a visitor on your website, this is mostly because of his/her intrinsic motivations. He/she intended to be on your website by finding it and clicking on it. This type of motivation is different from seeing a TV commercial. TV and Radio commercials work on our extrinsic motivations. In most cases, intrinsic motivation is when you truly need something and extrinsic motivation is when you are enticed by an advertisement or a coupon.
Intrinsic motivation is when you are motivated within. For example you are naturally good at playing piano and you love doing it. This is pure intrinsic motivation. Or you need a bike since your car is broken. Extrinsic motivation is when you are motivated by factors outside of your own true desires; TV commercials, coupons are great examples of creating extrinsic motivations. If your dad or your mom ever offered you 20 Dollars to get an A in math, this was also pure extrinsic motivation. If no one offered you anything and you got an A in Biology, you were intrinsically motivated about Biology.
In the past (prior to the Internet) we used to shop mainly by persuasive ads in newspapers and/or on TV commercials. This was mainly extrinsic motivation shopping. TV commercials persuade us that we can use a better Vacuum Cleaner with better suction or never ending suction (Dyson), or better TV, New Mattress, Refrigerator….. This was extrinsic motivation selling. All good! When you are on facebook and you see an ad, this is also extrinsic motivation selling. Each time you search on Google or Yahoo for a keyword, this is intrinsic motivation shopping.
I also like to emphasize that I am not at all against extrinsic motivation selling or shopping. Some ads or commercials are actually very informative and can foster the original initial intrinsic motivations. Extrinsic as creating awareness is beneficial. As we will show some extrinsic motivated selling or TV commercials actually foster intrinsic motivations of the buyer (ex: TV commercial for the IT school described below). For now we discuss intrinsic and extrinsic motivation shopping separately to make the concept easier to understand. Later in this document we will show that most shopping is actually a combination of both intrinsic and extrinsic motivations.
The Internet changed things for the better. In a dramatic way, the Internet has made us more intrinsically motivated and better informed. If we are searching on the Internet using Google or Yahoo, we are mostly intrinsically motivated. But, the implications of Intrinsic Motivated and Extrinsic Motivated Shopping are very different for the marketer or website owner as I will show. Let me give you two very different examples.
First example: You loved the TV commercial for Dyson Vacuum Cleaner even though your current vacuum cleaner is only a year old and has not completely lost its suction. You found out Home Depot is selling it. You make a trip to Home Depot. Once in Home Depot you find out where they are located or stocked. You pick one and you pay and you are done. Simple! Since a very persuasive commercial or ad was involved, this was extrinsic motivated shopping. The Tv commercial extrinsically motivated you.
Let’s look at our second example. Imagine you need new shoes for rainy days. Once inside one of the shoe stores you describe the type of shoe you want. If they have the shoe, you pay and you go home. Awesome! The second example relates more to Internet shopping when you are intrinsically motivated. You saw no commercials, Newspaper ads or coupons. You just intrinsically need shoes for rainy days.
Analysis: In our first example the seller or the marketer had to make sure they had enough Dyson Vacuum Cleaners in the distribution store (for example Home Depot). That is all! True? And your job was to find out where the Dyson is stocked. Simple! Most of the marketing was done by the persuasive TV commercial.
In the second example, when you are intrinsically motivated, the marketer might have a challenging time. He is lucky if the shoe is right there in the store window. What if the shoe is hidden in the back of the store? Things are not as easy as our first example. The seller has to understand what you need by answering your questions or asking his own questions. The sooner he understands the better. This is the essence of Intrinsically Motivated Shopping. Please try to see things from the seller’s point of view. Try to figure out what the seller should do (marketing-wise) if someone enters with intrinsic motivations. Giving what the visitor wants quickly and effectively is the answer. But only one of the answers!
Since the second example directly relates to conversion optimization of a landing page or website, let’s make the second example (intrinsic motivated shopping) a bit more interesting. Let’s call the type of shoe you like JAZY. You had JAZY shoes previously but they are now old and worn out. You believe it is a good shoe and that is why you want to purchase it again. Now imagine the helper said: We have JAZY in stock but before I get it for you, let me tell you all the good things about the new JAZY Style. Now your eyes twinkle. It seems you have always been right about JAZY. If you bought it in the past you have made the right choice and you are about to make another correct decision by buying JAZY again. Perhaps not even knowing, helper is fostering your intrinsic motivations. The more he/she tells you how good the newer JAZY STYLE is, the better you feel. The example also assumes that JAZY is actually the best in the market.
Usually we have more than one intrinsic motivation. In the case of shoes another intrinsic motivation might be that it must have Gore Tex. Gore Tex stops rain from getting inside and yet the shoe is breathable. Awesome technology! Let’s say the helper said the new style of JAZY has Gore Tex material that covers all the shoe and not just only the tip of the shoe as it was before. He/she just fostered your second motivation perhaps not even knowing.
A good marketer will attempt to identify all of your intrinsic motivations before you walk into the store or visit the website. We will show how. What if you see the commercial for Dyson and you want to know more about Dyson technology. You go on the Internet and search for more information. Say you want to know the Wattage of the Dyson (power of motor). The commercial did not say anything about the wattage but from past experience you know the higher the wattage the better and more suction power. This is pure Intrinsic Motivation. If the Dyson commercial creator knew that Wattage was an important Intrinsic Motivation, he would have put it in the commercial. In fact If Dyson Wattage is the highest; this is an excellent factor in selling Dyson. Sometimes there are ingenious slogans that foster our intrinsic motivations.
1) Wendy’s “Where’s the Beef?”
2) Wheaties’ “Breakfast of Champions”
3) Maxwell House’s “Good to the Last Drop” (ingenious)
Who wouldn’t want his coffee not to last good to the last drop? In our Plastic Surgery’s landing page we said: Plastic Surgery is Triumph over Adversity. We got an extra 20 calls that week. Why did it work so well? This means that nature did not intend for a person to have a small chin or funny looking nose. This is just an adversity that a person can overcome easily.
The strategy of fostering intrinsic motivations of the buyer or the website visitor is crucial. But every website is different. Finding exactly and completely all those intrinsic motivations is the challenge.
Consider our second example again. You have entered the shoe store and you have given the helper all the information about the type of shoe you are interested in. The owner or the helper understands what you want; however, you feel they are trying to sell you a type of shoe that is not exactly the same as JAZY. Or they say: if you buy this other shoe (kind of similar), we are offering 20 percent more discount or coupon. Or they say: the type you are looking for is not good enough for rainy days but we have better. But you don’t see that they are better and our example assumes that JAZY is actually the best. You are now confused. They just told you that your last decision to buy JAZY was wrong! We call this fostering extrinsic motivation while you are intrinsically motivated. That’s a disaster on a website. Try to avoid them totally! Another example is the commercial that says Fed has fumbled the interest rate again. As if they are smarter than Janet Yellen or the Federal Reserve.
What else can do damage? Let’s say a website claims to have the thickest cashmere sweater. You look at the image and you realize that you can recognize the color of the shirt under the sweater. You ask yourself: how can this be the thickest cashmere sweater if I can see the color of the shirt under? A very similar effect happened with hair transplant images where you could see the scalp under the new transplanted hair. That is No, No also. We fixed that by asking our Hair Transplant Doctor to double the hair grafts. He did and it was a miracle!
Said a tiger to a lion as they drank beside a pool, “Tell me: why do you roar like a fool?” “I am not a fool,” replied the lion with a twinkle in his eyes. “They call me king of all the beasts because I advertise.” A rabbit heard them talking and ran home. He thought he would try the lion’s plan, but his roar was a squeak. A fox came to investigate-and had his lunch in a quick. The moral: If you don’t have it, don’t advertise it! (Old Fable)
What are the other factors for fostering intrinsic motivation?
If a visitor goes to your website or landing page and leaves without calling you or buying your product, he feels disappointed. You might think he wasted your advertising money.
Of course each website is different, but the same science applies to every type of intrinsically motivated shopping. All these seem very simple. However, in practice it is an art to make sure the website is doing what it is supposed to do. We call it the art of User Experience design that helps with increasing conversion rate. Marketing is more a mix of art and science than guess work. When I started consulting for the hair transplant doctor I absolutely had no idea what hair transplant was or how it was marketed. I had no clue that it is actually a very sophisticated surgery. But in less than a month I realized visitors were more interested in intrinsic factors described below. All Simple!
1) How complicated is the surgery? What is the process of Hair Transplant?
2) Is this my own hair? Can I color it? Can I get a regular haircut? Can I wash regularly?
3) Can I swim with it? How long will it stay on my scalp?
4) How much is it per hair graft?
Since none of the competitors gave out the cost or price in their website, factor 4 was the breakthrough. You actually had to set up a consultation appointment with the competition (Bosley) to get the price. We created a page on our website with analysis of the cost. This raised the conversion rate by 100 percent.
5) Are they in touch with my attitude, my current general mood, and my perception of social reality? For a Hair Transplant Doctor this factor is very important and vital to understand. Some of the candidates for Hair Transplants are Transgender (male trying to become female). This is their social reality. Being sensitive to their needs and also fostering their intrinsic motivations are vital.
The website was also effective to portray that the future was bright for hair transplant candidates and it brought them success in their profession, social events…and perhaps even more fulfilling relationships. In summary, the success of any website or landing page depends on several main intrinsic motivational rules.
1) Does the website get me? Does it understand what the visitor wants?
2) Does it Create Trust? Create Credibility?
3) Does it address and foster the intrinsic motivation of the visitor?
4) Does it let the visitor imagine or get the feeling that the future is bright after they buy your service or product?
5) Does it remove the obstacles (addresses resistance) to buy your service or products?
6) Is your website or landing page persuasive?
7) Use of storytelling and narratives?
8) Being in touch with attitude, perceptions of your website’s visitors, current general mood, and their perception of social reality. This is not bad advice to politicians either.
Future is bright! Extrinsic Motivated Commercial Fostering Intrinsic Motivations
Recently I saw a commercial on TV for a well-known IT school in Los Angeles. The commercial did not show the IT school, its building, the labs, and the staff. It did not show the thickness of the IT books. This awesome commercial began by showing a relaxed young man in a seated position as if he was talking to Larry King. He was complaining that in college he could not register for all the courses he was interested in.
He continued to discuss the IT school he attended with enthusiasm and smiling face. While he was talking, the commercial showed his kids in a nice house. The commercial showed they were playing with nice (kind of expensive) toys. Then it showed a huge power boat parked in his driveway. Then it showed his wife (an attractive woman) talking about his success.
Just AN AWESOME AD! FUTURE IS BRIGHT!
If you are intrinsically motivated to attend or go back to school, making you imagine the bright future after the school was the essence of the commercial. It certainly fosters your initial intrinsic motivations.
If your website or social media can successfully show that the future will be bright (or make the visitor imagine that the future will be bright) after buying your product, your website or social media has done it. In reality accomplishing this is truly a mixture of art and science. I sometimes use images, video, content, and testimonials to bring this effect.
A New Branding Concept – The Logical Biconditional, Bidirectional, or Duplicate Effect (Using Boolean Logic)
I believe Branding has direct relationship in portraying a bright future and vice versa. If you think about it, every successful brand has done this in our imagination with its own unique personality that we call Brand Identity.
For example, If I wear a Rolex, it brings a brighter future. If I drive a Ferrari, it will guarantee a brighter future. AND VICE VERSA, meaning I also buy Rolex knowing the future is bright anyhow.
This is the essence of Bidirectional Logic. Imagine next week your boss will give you the best news of your life that you have been waiting for: “You will be Vice President”. How many of us rush to buy that Rolex or Louis Vuitton Handbags? Imagine you have that inside information that the stock of the company you own and/or you work for will split and you will be making 1000,000 Dollars immediately. How many of us will rush to buy that Ferrari? You will not buy a Hyundai…will you? Nothing against Hyundai; just knowing that Ferrari is better recognized Brand than Hyundai. All good!
Guaranteed Bright Future → Rolex Brand
Or, we buy the Rolex because we believe it guarantees a brighter future!
Rolex Brand → Guaranteed Bright Future
I believe that is why Brands are so powerful.
They have logical bidirectional or duplicate effects.
Brands ← (bi directional) → Guaranteed Bright Future
When you try to brand your service or product, it starts with first proving it will bring a brighter future. The hardest part is the other way around meaning guaranteed brighter future, but you still buy the Brand.
By now we hope that we agree that Hair Transplant will bring a brighter future or at least for those who believe in it.
Get Hair Transplant → Guaranteed Bright Future (job promotions, social success)
Now let’s examine its duplicate or bidirectional effect to see if it can become a Brand. To make Hair Transplant a real Brand is when we know for a fact that the future is bright but we still get the Hair Transplant. Am I clear?
Guaranteed Bright Future → Do we Get the Hair Transplant?
Notice something is not quite right. Not many of us prize ourselves with Hair Transplant or do we? That is why Hair Transplant perhaps might have a challenging time to become a Brand. Look at Bosley Hair Transplant. Is it really a brand? Have you ever heard someone prize himself with a Bosley?
To lighten things a bit, let me give you a light-hearted example. Say you are planning to get married next Year. Your future wife is persuading you to get Hair Transplant for the wedding (shallow but just keep going). Future is bright anyways. Do you pick Bosley? Or you pick a doctor less known but perhaps with better cost. My experience with hair transplant showed that people chose a good doctor but less cost.
Let’s pick a simpler example. How about Tide? Obviously:
Tide ←→ Brighter Clothing
Do you see the bidirectional effect? Meaning you buy Tide to make sure your shirt gets brighter and it does not matter if they are bright or semi bright. This means
Tide → Brighter Clothing (makes any type brighter); this is just because of the power of Tide
But any heavy duty detergent can also give us:
Any Heavy Duty Detergent → Brighter Clothing
So why do we buy Tide?
How about when you own very expensive delicate but bright clothing? Do you still use Heavy Duty Detergent? The answer is obviously NO!
Expensive Good Quality Bright Clothing → Tide
Aren’t we a bit more careful when we want to clean expensive bright clothing especially when they are good quality? That is why:
Tide ← (bi-directional) → Brighter Clothing
The Tide example says if Tide was a heavy duty detergent that only made clothing brighter but might damage good quality clothing it cannot be branded. Since Tide is powerful and yet gentle on quality clothing, it is a great Brand. The logical Bidirectional effect holds for Tide beautifully.
Swedish Absolut Vodka was able to create a very successful brand in the late 80’s and 90’s with the Yuppie crowd as sign of higher status (the look of bottle helped). You drink Absolut because it is a good quality Vodka. No doubt! It has been filtered several times compared to other Vodkas. This is a fact. Let’s just say for simplicity drinking Absolut Vodka makes you feel good.
Drinking Absolut Vodka → Makes you feel good
Here is a good question to ask when thinking of Branding. Let’s say you feel good today and you are in good mood anyhow. You got a good news or just happy today. Do you choose Absolut or Stolichnaya (another brand of vodka) in the happy hour next to your high status Yuppie friends? Absolut made sure:
You feel good today → You choose Absolut and not Stolichnaya vodka with Your Yuppie Friends
It seems only Absolut has been able to create a Bidirectional logical condition or:
Drinking Absolut Vodka ← (Bi-Directional) → Makes you feel good
Every product demands its own personality (Brand Identity) how it can portray a bright future.
How do you do this in a website? Testimonials create the bidirectional effect
Have you ever seen a commercial for Google on TV? Radio? So why is Google such a powerful Brand if branding is only achieved by TV advertising as is taught in marketing textbooks? It is now no secret Google is by far the best search engine.
Google → Will always give Awesome Search results
Notice the Bidirectional effects as we defined it exist.
If you want Awesome Search Results → Choose Google?
How? This is mostly done through testimonials or the viral effect. Google example shows that you don’t need TV commercials to create a brand. You just need an awesome website, landing page or other Twitter or Facebook posts that can create the viral effect as Google, Amazon, eBay …did.
If you have a Gem like Google or eBay, creating viral effect is easy and almost automatic. Once you have a more competitive service or product such as plastic surgery or addiction recovery, creating the viral effect is very hard. The more creative you are the better.
Here are two examples of creating viral effect:
Creating Trust and Credibility in a Website – A/B testing works only with the right intuition
In the winter of 2001 I created (and tried to patent) an organic cleansing liquid where the main ingredients were powerful Chinese Herbs. In 2001, at the very start of Google AdWords, I paid only 5 cents per ad clicks. I sold a unit after every 30 or 40 ad clicks. Hence the cost of advertising was approximately $1.50.
Since my product was selling at $9.99, even $1.50 was too much advertising cost if I wanted to scale the business. I then changed the website overnight (A/B testing) hoping for reduction of advertising cost or better conversion rates. I was hoping to sell after 5 or 6 clicks, not 30 clicks.
Changing the content of the website did not reduce my advertising costs. I changed it again, again, again, again, and again… None of the A/B/C/D/… testing worked. I remember the best I achieved was only 25 clicks minimum. Very disappointing!
Since advertising cost was not improving, I could not scale the business. I totally gave up! I called my lawyer and canceled the patent for the product.
Not trying to use the website for monetary gain and just to be a kind person to my website visitors, I changed the homepage to mention the name of the herbal ingredients and to give away the secret.
For every herbal ingredient, the website also showed the evidence of their effectiveness from an old Chinese herbal medical book. It also showed what pathogens they were supposed to eliminate. No scary parasite images, no fancy graphics; it became a totally bland homepage.
By mistake I did not stop the Pay Per click advertising with Google AdWords. I was consumed by disappointment. Google ads kept on running. Checking the backend of the website after two days, I noticed 40 orders. Most interesting, I sold based on 6 or 7 advertising clicks. Somehow the bland website worked! How?
I was shocked. I could not believe what was happening. Going from 30 clicks to only 6 or 7 clicks with a bland homepage? Are you kidding me? This deserved a thorough analysis. Having a keen interest in marketing and behavioral sciences forced me to research for deeper clues that perhaps can be applied to every website. The new homepage by mentioning the main ingredients and also bringing evidence of their effectiveness created credibility and trust. Now (in 2020) this might seem a solved issue, but in 2001 this was a revelation.
A/B testing works only if you have a preliminary intuition about what can work and what might create a better credibility and trust factor. Just placing a more scary parasite image was not sufficient. As a marketer, you have to have a good intuition about what the B test should be.
Let me give you another interesting example with having the preliminary intuition in place. I was given an opportunity to increase the conversion rate for another dermatologist. The original conversion rate when I started was only 2 percent. I realized that our dermatologist taught at Columbia University. I immediately dedicated a section in the landing page about the fact that he was a professor in Dermatology. After this the conversion rate increased to 12 percent. After a bit more research I realized he had done some aesthetic work (Juvederm or Restylane) on a Miss Universe or Miss New Jersey. I added this to the landing page. The conversion reached 25 percent.
For Gold-for-IRA-account-website I placed the image and video of an Ex-Federal Reserve board member. He did in fact promote the Gold for IRA account. It had merit. His image and his recommendation created an instant credibility and trust. For a home security system (simplysafe.com) the logo images of Boston Globe, NBC, or Wall Street Journal and also Jack Ramsey worked and created credibility and trust. The security system from simplysafe.com is truly unique, ingenious, and beneficial. It is actually the brain of a Mobile Phone in the middle of a room covering the house. It is reliable. The product itself should be good to begin with.
For a Hair Transplant Surgeon, his awards, or name of school he graduated from, or number of Hair Transplants he has done over the years (experience) created credibility and trust. More important are the images of before – and – after – hair – transplants. Are the after images full of hair or just a little hair? A little hair did not do it for us. In some images you could almost see the scalp under the new transplanted hair. We made sure Doctor doubled the number of hair grafts he applied in future surgeries. It worked! That is why he was booked 3 months in advance.
Being in touch with attitude, social perceptions or social media helps with fostering one’s intrinsic motivations
If they are out of touch, even the best of the best (example: Apple’s Board of Directors in 1984) can be wrong. This is one of the main reasons why Steve Jobs was truly a genius. He was generally in touch with his computer users and the pulse of the society that appreciates innovation, beauty (calligraphy), freedom (to work from home), empowerment, and maybe even a bit of nonconformity.
In 1984 Apple defined the Super Bowl Commercial as a cultural phenomenon. Please Watch:
Nobody watched the Super Bowl just for the sake of the commercials before 1984. But Apple epic TV commercial, directed by Ridley Scott, changed all of that. Here is the story of the commercial that rocked the advertising world.
Although Jobs and his marketing team loved the new Macintosh commercial, Apple’s Board of Directors hated it since it did not show the new Apple Macintosh computer itself. After seeing the commercial for the first time, a board member suggested that Chiat (the responsible advertising agency) be fired.
CEO John Sculley recalled the reaction after the commercial was screened for a focus group. He said: “The members of the focus group just looked at each other with dazed expressions. Most of them felt it was the worst commercial they had ever seen. Based on only 10 or 12 people, Mr. Sculley instructed Chiat to sell off their airtime to other advertisers such as Pepsi, Coke or whoever wanted to get it out of their hands. Scully fired Chiat from future advertising. But Jay Chiat, the genius behind the concept, quietly resisted.
Chiat had purchased two commercial slots. He bought a sixty-second-slot to show the full commercial plus a thirty- second-slot. Chiat sold away only the thirty-second-slot and claimed it was too late to sell the longer one. By running the longer commercial Chiat cemented Apple’s place in advertising history. When the commercial aired it spurred a wave of media coverage that involved news shows replaying the commercial as part of covering it, leading to estimates of an additional $5 million in “free” airtime for the commercial. All three national networks, plus countless local markets, ran news stories about the commercial.
Chiat wanted the commercial to qualify for upcoming advertising awards and sure enough it won just about every possible award, including best commercial of the decade.
More than thirty years later it’s still considered one of the most memorable television commercials ever made. See:
If you ever get a chance, read the book Twenty ads that shook the world for this story. Apple Computer’s famous 1984 Super Bowl Ad, a sixty-second mini-movie for Apple Computer’s Macintosh, showing a club-wielding symbol of freedom smashing the 1984 Orwellian nightmare. The story goes that Steve Wozniak gets his check book out and offers to pay for the first Ad if Mr. Jobs also paid for the second Ad. The reason they wanted to pay was the apathy of Apple board of directors toward the Ad. The creative genius behind Apple commercial was Lee Clow, executive vice president and creative director of Chiat/Day/Mojo, a Los Angeles-based agency.
Clow has been identified as “the force behind some of the most remarkable U.S. ad campaigns of recent years. In one famous billboard campaign for Nike, he had unidentified Olympic hopefuls in striking poses, such as clearing hurdles at the track, displayed on massive outdoor billboards and the sides of buildings, with only the smallest mention of the sponsor, Nike. He has been described as having a unique ability to spot an idea and know if it will work. In discussing his creative style, Clow argues for the need to generate confidence and to take the lead in sticking to an idea.
Back to Intrinsic Motivation
In general, I believe, fostering one’s intrinsic motivations is noble and virtuous. I am not just talking about marketing; especially about intrinsic motivations of children who show any sign of ingenuity, and originality. It’s just about looking at the bigger picture in life and not just marketing. One of them grew up to become Steve Jobs. Hence, in General fostering any benevolent intrinsic motivation is noble and virtuous. Hence marketing in the correct way is Noble and Virtuous. Can you think about any other Intrinsic Motivation that fostering it is noble and virtuous? How about creativity? The work President Carter is doing in Habitat for Humanity? Helping the US economy grow faster?
So how do you strive to be more in touch?
Believe it or not the answer is very simple. Listen to your customers whenever and wherever you can even when they call for the first time. When I consulted with Igethair.com I had a small office far from the reception area. Through Google Analytics, I could see in real time if someone was visiting the website, on what page, and for how long. If the phone rang, I knew this might be the visitor since he/she has been on the website for a long time and I kind of knew what pages might be the phone ringers. I would rush to the reception area and try to listen to the conversation. We did not have a recording at the beginning. Later I listened to the recorded phone conversations.
Most people asked about the cost. So we created a page about cost. They also asked about the process, so we created a page about the process of hair transplant and so on. I also believe continuously monitoring Social Media, Twitter, Chat Conversations, and competitor websites provides ample market research data. When I was with National Semi I was in charge of Market Research and Competitive Analysis. In 1999 we predicted the iPad and the Cloud Computing System. This is almost 10 years ahead of their introduction since the iPad was introduced in 2010. National Semi started planning. This was the most progressive thinking and most profitable projects in the history of National Semi.
Closer to reality
As I mentioned above, it is very rare that our shopping motivation is 100 percent intrinsic or 100 percent extrinsic. For example if you have a new Shark or Hoover vacuum cleaner in your closet and you see the Dyson commercial, most of us don’t go and buy the Dyson and return the Shark. But, if you have a 6 year old Vacuum cleaner and it has lost all its suction and it has been to Vacuum Shop several times, we will make a trip to Home Depot. Now you see the variation of intrinsic and extrinsic motivations combined which is much closer to reality.
When practicing digital marketing, you should always assume that your landing page visitors are only intrinsically motivated and foster those intrinsic motivations. How successful will it be? It will always depend on how much fostering or augmentation will be achieved. Next two examples are very revealing.
What does augmentation mean? For example, if you had 10 percent intrinsic motivation, was the seller’s marketing able to augment it to 100 percent?
Assume you just saw a TV commercial for Ford Mustang which showed a beautiful woman in the passenger seat of Blue, Convertible Mustang going up north on PCH along the ocean. No mention of longevity of the car or other aspects…..You want it (all extrinsic so far except perhaps for Blue which is your favorite color intrinsically)!
Now because of the commercial you are debating with your wife if you should buy the new Ford Mustang. You are sitting by the kitchen table and your wife demands that you write down five reasons you should buy a Mustang. You understand that she wants rational answers. You can’t say the commercial looked good. Agree?
You come up with two reasons all intrinsically motivated. Your first answer is that the last Mustang you owned lasted 10 years and you really don’t remember if you ever had to change a broken part or had a major service. Second, they now have a special makeup mirror for your wife (passenger side). Now Ford or your nearest Ford dealer has to augment these according to our theory.
You go to a Ford dealer and the salesperson is smart and fills in the next three reasons again all intrinsic such as: “Mustang users have kept their car on average 14 years”. Or, the mirror has a special light for night use. Or, new data show Mustang’s parts do not break even after 150,000 miles. Even better, there is extended factory warranty on parts up to 150,000 miles. Won’t you buy the Mustang?
Now imagine the salesperson, rather than fostering your intrinsic motivation, replayed the same TV commercial (a beautiful woman in Blue Convertible Mustang on PCH along the ocean) for you and your wife. How effective would that be? Of course she/he will never do that. I am sure you get my point.
Knowing this, don’t you agree every marketer should start by asking you: “Please give me all your intrinsic reasons for choosing Mustang or whatever product?” And then augment your intrinsic reasons. Isn’t this also true for a website? In case of the website you need the intuition to know the intrinsic reasons before he/she visits your site!
This is how augmentation is achieved. Internet Marketing works the same. Let me give you another example. Recently your electricity bill has skyrocketed since your son has moved back after college. You are debating with you wife if you should get Solar (intrinsic motivation). You go to these two websites:
Notice both landing pages have bullets. Which one do you buy from? Most probably you will buy from the one that will foster your intrinsic motivations for saving on your electricity bill better. No?
This is very simple. Yet, advertisers still miss this. One recent solar TV commercial actually said “the installers are great roofers”. I am sure you get the idea. “Installers are great roofers” is absolutely extrinsic to your intrinsic motivation. Instead he could have said: “We can save you at least 50 percent on your electricity bill”
What is important is this: If any of these two websites could correctly predict all and every visitor’s intrinsic motivations better, it will be more successful. Remember this!
Many great products are invented as a result of an inventor trying to foster his client’s intrinsic motivations.
Ford once said: “If I had asked people what they wanted, they would have said faster horses.”
Intrinsic motivation of people at that time was to get to their destination faster. The invention of mass marketed automobiles for the middle class helped create a Virtuous Circle that helped strengthen the US economy.
Ford was very intuitive about people’s intrinsic motivations. You might think he believed the color of cars was extrinsic and that is why in 1909 he said: “Any customer can have a car painted any color that he wants so long as it is black”. But, in fact, the reason was solely to make cars more affordable.
The fact you like a Blue or Red color car is pure intrinsic. GM proved that to be correct by offering an array of colors in 1923. Selling and marketing with correct principle is Noble and Virtuous.
How do I accomplish this strategy on a daily basis?
On a daily basis I analyze Google Webmaster Tool, AdWords (search terms are the key; I will expand on this later in this guide) and Google Analytics; I make sense of data and KPI’s. I visualize the data. I recommend actions based on these observations. I observe and listen to customers or read the chat conversations. Reconciling the data and website visitors’ feedback and behavior, I try to enumerate all the intrinsic motivations of the visitors. Remember I did this for Hair Transplant. I create new pages addressing their concerns and suggestions. I create blog pages, Pinterest posts, Facebook, Twitter posts that foster the visitor intrinsic motivations. I create videos that foster intrinsic motivations that can go viral. I post these videos to Facebook and YouTube. I observe the visitors to see where they flow in the website in real time. The difference between me and anyone else is that I do it using proven science.
It does not matter how beautiful your website is. If the content is subpar, cannot foster intrinsic motivations, cannot create trust, non-logical, and non-persuasive, it is less effective. The content must show that you get and truly understand your visitors. You are sensitive to their needs and emotions. Most important you are in touch with their social realities so you can augment their intrinsic motivations no matter how small it might be. Looking at the larger picture, I believe, the intrinsic motivations of most of us or society in general are noble and virtuous. We all want better schools for our children, better quality air, healthier food, better shoes, and most important happier relationships. Fostering these intrinsic motivations in ourselves or in our neighbors or at work is noble and virtuous.
Persuasive Landing Page Design
A good landing page must persuade the visitor to submit his/her information. Here is how I propose doing it. Usually educational landing pages work the best. Selling has become a consultation process.
Image selection is also part of strategic content. They might be used to show that the future is bright. I like images that provoke positive emotions. Here are several examples:
Emotions: Justice, Equality, Power, Strength, Peace of Mind, Playfulness, Family, Kids, Innocence, Hope, Bright Future, Active, Friends, Happy, Enjoyment, Diversity, Competition, Colorful, Outdoor, Nature, Ocean, Power, Sunset, Beauty, …….(add your own)….
One single chess piece facing all other pieces: Dark Horse, Underdog, Long Shot, Daring, Bold, Courageous, Fearless, Gutsy, Brave, Gritty….
Recently I created a landing page for an Addiction Recovery Referral Center. I am hoping that images I am using will instill a sense of hope and optimism in the mind of the visitor. http://perfectaddictionrecoverycenters.com/
Google AdWords Optimization
I am a Bing and Google Partner and I have 7 certifications including AdWords Search, AdWords Mobile, AdWords Video, and AdWords Display. I also have certification for Google Analytics. I have mastered optimization for Google AdWords through Keyword Quality Score (QS) provided inside AdWords analytics.
A high quality score means you pay less than your competitor while showing above his/her ads. For example, a keyword quality score of 10 and your biding only 3 Dollars beats your competitor’s quality score of 1 and his/her bidding of 29 Dollars. Why?
Because: (10 x $3) > (1 x $29) or $30 > $29
WITH $3 BID YOU JUST DEFEATED $29 BID.
A/B TESTING DIFFERENT ADS AND Optimizing the landing page for the keyword quality score is my skill. I will be glad to show you this in more details when I meet with you. For more info on QS please see: https://www.youtube.com/watch?v=8ymhD-7nGVY.
I have managed AdWords budgets from $10000 per day to $100,000 per month. I, however, don’t believe the criteria for being good at managing AdWords are higher budgets. In fact optimization should help lower the budget. The criteria for being good at AdWords should be the average Quality Score of you keywords. If it is more than 8, you are doing a fantastic job. Below is an example of my optimization success. Notice Quality Scores are 10 and 9 (last column).
The next step is to optimize based on correct bidding strategy.
I Will Never Do Google AdWords Again!
Sometimes when I join with a potential client, they tell me: “I will never do Google AdWords Again”. I say why? They say we spent tons of money, but we got Bad Leads or No Leads.
After investigating more I see the image below in my head. The potential client is in the middle and their competitors are on the left and right. I cannot show you their website but the image below is truly a good picture analogy.
Of course you get bad leads and you get lots of clicks if you are the middle image (website). People might just click to find out why those shoes are so crooked like a freeway accident. Have you ever been on a Freeway where cars slow down to see an accident? I might sound harsh, but this is a real issue. Notice it is not just the look; quality (content) also comes through the images.
Google AdWords is truly the most competitive shopping mall you have ever seen, but believe me it works. I have seen the analogy above time after time after time.
Appendix: INTUITION IS NEEDED AND NOT LUCK – Mental (A/B) Testing
The Heart has its reasons which reason does not know. Pascal Pensees 1670
Not Everything that can be counted counts and not everything that counts can be counted. Albert Einstein
The most beautiful things in the world cannot be seen or even touched. They must be felt with the heart. Helen Keller
Seventy two of eighty three Nobel Laureates in science and medicine implicated intuition in their success.
Intuition plays an important role in understanding people intrinsic motivations and hence fostering those intrinsic motivations. Acquiring these intuitions for doing marketing is the key. What is intuition and how can you acquire it?
In an experiment chess grand masters and novices were each shown the layout of chess pieces from an actual chess game. They were then asked to reproduce it.
The chess experts did so with 95% accuracy, and the novices with only 25% accuracy.
The same task when repeated with the chess pieces arranged randomly resulted in both experts and novices scoring around 25% in terms of accuracy of recall. Notice equally for both novice and masters.
This is the evidence that chess grand masters hold in their memory not only a set of patterns, but also the information about the significance of the patterns when they are not random.
“We don’t like their sound” Decca Records, in turning down a recording contract with the Beatles
“The telephone has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us” Western Union Memo
“The telephone may be appropriate for our American cousins, but not here, because we have an adequate supply of messenger boys.” British expert group evaluating the invention of telephone
“The horse is here to stay but automobile is only a novelty” Michigan Banker advising investing in Ford Company
Back to research data; the intuitive ability of an expert is derived in large part from the large numbers of patterns held in long-term memory.
For example, those chess grand masters hold 50,000 patterns in long-term storage. These results indicated that the superior memory of experts is not photographic, but requires arrangements of chess pieces that can be encoded using associations with the experts’ extensive knowledge of chess, typically acquired over many years or more of experience and practice.
Expert’s intuitive ability is also derived from their capacity to recognize main environmental cues (Being in Touch – perfect for marketing) and rapidly match those cues to commonly occurring patterns, responding in ways that lead to effective problem solving and decision making.
Intuitive decision making entails the use of experience to recognize key patterns that indicate the likely dynamics of a given situation. This is used in order to conduct the ‘mental simulations’ required rapidly evaluating the alternatives (Mental A/B testing) and selecting a singular course of action. In other words an effective mental simulation is more important than a software doing random A/B testing.
By imagining people and objects ‘consciously and transforming those objects through several transitions’, experienced decision makers are able to project how the present will move into the future and hence are able to make useful predictions.
The intention is to create mental conditions to facilitate the process of gathering new pattern of intuition for effective marketing and advertising in every situation.
We have been testing our theory on several Websites using evaluative feedback (extrinsic motivation) and informational feedback (intrinsic motivation). Here are the results:
Our research results show that those website visitors who rated themselves controlled exerting significantly less effort to complete the purchase or their search (abandoning) than those buyers who were not. It may be that those visitors who had been controlled superficially complied by doing what was asked, but they also reacted against the controls by putting in less effort on the buying process than the subjects who got informational feedback.
We will be glad to do a preliminary analysis of your current website or even discuss design of a new website. All preliminary analysis are free and they might be eye opening based on past experiences
Or call us at:
+1 424 200 2328